Old Navy Hires Target 'Cheap Chic' Architect as Chief Customer Officer

Old Navy Hires Target ‘Cheap Chic’ Architect as Chief Customer Officer

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5.7.2026

Quick Facts

Michael Francis joins Old Navy as chief customer officer after 26-year Target career where he created the ‘cheap chic’ brand identity
Old Navy generated $8.7 billion in revenue in 2025, representing over half of Gap Inc.’s total sales
The hire supports Gap Inc.’s turnaround under CEO Richard Dickson, with the company posting seven consecutive quarters of market share gains

Gap Inc. appointed retail veteran Michael Francis as chief customer officer at Old Navy and head of marketing shared services across the company’s portfolio. The announcement on May 6 brings a proven brand builder to the retailer’s ongoing turnaround efforts.

Francis spent 26 years at Target, rising to executive vice president and chief marketing officer. He architected Target’s signature ‘cheap chic’ positioning that linked low prices with trendy, modern designs. Advertising Age named him one of the world’s top marketers.

After leaving Target in 2011, Francis served as president at J.C. Penney and chief global brand officer at DreamWorks Animation. He also worked as consultant and interim chief marketing officer at Walmart before founding strategic marketing firm Farview Associates.

At Old Navy, Francis reports to brand CEO Haio Barbeito. His mandate includes strengthening brand storytelling, deepening customer engagement, and evolving the customer experience across all touchpoints.

“Old Navy has a powerful connection with customers and enormous opportunity ahead,” Francis said in a statement. “I’m excited to partner with Haio and the team to build on that momentum, elevate the customer experience and tell stories that are distinctive, modern and unmistakably Old Navy.”

The hire comes as Old Navy shows renewed strength. The brand generated $8.7 billion in net sales during 2025, up 3% year-over-year and representing more than half of Gap Inc.’s total revenue. Old Navy is preparing to launch a new athleisure-focused format later this year.

Gap Inc. CEO Richard Dickson, who joined from Mattel in 2023, has led a successful turnaround. The company posted its highest gross margin in over 20 years at 41.3% in fiscal 2024. Gap Inc. has recorded seven consecutive quarters of market share gains while the broader apparel industry declined 1.5%.

“Michael is one of the most respected brand builders in retail,” Dickson said. “His leadership will be instrumental in strengthening Old Navy, advancing more integrated marketing capabilities across Gap Inc., and bringing to life a compelling vision rooted in meaningful storytelling.”

Citi analyst Paul Lejuez described Old Navy and Gap as being in “very healthy positions,” citing fashion tailwinds, strong assortment, and more effective marketing as drivers of comparable sales growth and reduced reliance on promotions.

The company has amassed a $3 billion cash pile and is shifting focus from recovery to growth acceleration. Dickson emphasized the need for Gap Inc.’s brands to rejoin cultural conversations, stating that “fashion is entertainment” and also “art, innovation, and culture.”